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Discoloration of beef products leads retailers to offer discounts or discard beef products, as consumers tend to reject a brownish beef color. This practice contributes to retail food waste and inefficient resource allocation linked to beef production. The objective of this study was to investigate U.S. consumer preferences for beef color and price discounts. After an initial test for screen acuity regarding color perception using a condensed form the ishihara test, data on meat purchasing behavior as well as demographic information was collected for all participants. An additional part of the study undertook a hypothetical discrete choice experiment using digital photos of beef steaks with different meat color, price, and discount labels in retail packaging to examine consumer preferences, willingness to pay, and the effects of discount pricing. Results of a Mixed Logit Model based on choice data show that beef shoppers perceive, see, and prefer color nearly linearly across days of retail display. Consumers' willingness to pay was negative for 4, 7 and 9 days of retail display relative to day zero and decreased with an increase in discoloration. Results indicate that beef shoppers would have to be financially compensated for choosing a steak that was discolored after 9 days of retail display. However, male beef buyers exhibit weaker preferences for color and could be a target segment for promoting discolored beef products to reduce meat waste., Competing Interests: Declaration of competing interest The authors declare the following financial interests/personal relationships which may be considered as potential competing interests: Annika J. Thies reports financial support was provided by German Academic Exchange Service. Annika J. Thies reports financial support was provided by German Agricultural Society. Mahesh N. Nair and Amanda M. Countryman report financial support was provided by USDA National Institute of Food and Agriculture. If there are other authors, they declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper., (Copyright © 2024 The Authors. Published by Elsevier Ltd.. All rights reserved.)

Meat discoloration starts from the interior and spreads to oxymyoglobin layer on the surface. The effects of oxygen exposure within a steak on the metabolome have not been evaluated. Therefore, the objective of this study was to evaluate the impact of oxygen exposure on the metabolome of the longissimus lumborum muscle. Six United States Department of Agriculture (USDA) Low Choice beef strip loins were sliced into steaks (1.91-cm) and packaged in polyvinyl chloride overwrap trays for 3 or 6 d of retail display. The oxygen exposed (OE) surface was the display surface during retail, and the non-oxygen exposed (NOE) surface was the intact interior muscle. The instrumental color was evaluated using a HunterLab MiniScan spectrophotometer. To analyze the NOE surface on days 3 and 6, steaks were sliced parallel to the OE surface to expose the NOE surface. Metmyoglobin reducing ability (MRA) was determined by nitrite-induced metmyoglobin reduction. A gas chromatography-mass spectrometry was used to identify metabolites. The a* values of steaks decreased (P < 0.05) with display time. MRA was greater (P < 0.05) in the NOE surface compared with the OE surface on days 3 and 6. The KEGG pathway analysis indicated the tricarboxylic acid (TCA) cycle, pentose and glucuronate interconversions, phenylalanine, tyrosine, and tryptophan metabolism were influenced by the oxygen exposure. The decrease in abundance of succinate from days 0 to 6 during retail display aligned with a decline in redness during display. Furthermore, citric acid and gluconic acid were indicated as important metabolites affected by oxygen exposure and retail display based on the variable importance in the projection in the PLS-DA plot. Citric acid was lower in the NOE surface than the OE surface on day 6 of retail display, which could relate to the formation of succinate for extended oxidative stability. Greater alpha-tocopherol (P < 0.05) in the NOE surface supported less oxidative changes compared to the OE surface during retail display. These results indicate the presence of oxygen can influence metabolite profile and promote migration of the metmyoglobin layer from interior to surface., (© The Author(s) 2023. Published by Oxford University Press on behalf of the American Society of Animal Science. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com.)